Chadwick Martin Bailey Launches New Business Unit

New Unit Helps Companies Convert Workforce Contribution to Brand Equity

Boston, Mass., February 22, 2006 The Boston-based firm of Chadwick Martin Bailey (CMB), today announced the launch of its Workforce Performance Consulting Unit. The unit helps companies to take a decidedly brand equity building approach to managing their human resource as a strategic asset. At a time when data driven insights are crucial for prioritization, the unit relies on its deep roots in marketing science to gather information, derive insights and prioritize actions that result in alignment around equity building activities and behaviors.

CMBs Workforce Performance Consulting Unit builds upon the companys already deep experience in assessing employee value drivers for major global clients. CMB Chairman Dr. John Martin, a three time Baldrige award examiner, asserts, Companies must be singularly focused on identifying and acting on building brand equity. When brand promises serve as the organizing principle, every employee can internalize the responsibility to focus initiatives and behaviors that increase efficiency, effectiveness and ultimately word of mouth advocacy.

In recent years, almost every Fortune 500 company has taken on major initiatives focused on reducing costs, says Martin. Corporate restructuring, major outsourcing, off-shoring and Six Sigma implementation are often designed to help companies try to cut their way to greatness. These companies should also focus on growth through the creation of internal brand alignment that improves employee effectiveness and efficiency. Our role is to provide the diagnostics and insights that will help drive that growth within the brand framework.

The new unit, under the guidance of Martin, is led by Julie Kurd and Kate Zilla-Ba. Kurd comes to CMB after 12 years with Fidelity Investments, most recently as vice president of business transformation in the Human Resources Outsourcing division. Zilla-Ba has been leading the application of market science with CMBs clients for over 10 years.

True value is delivered when employees understand how to live the brand, says Kurd. The unique benefit CMB brings to the table is an approach that combines consultative recommendations that are relevant, specific and actionable with quantifiable findings that only a diagnostic firm such as ours can produce. We develop custom analyses that our clients use to continue to drive top and bottom line growth following our engagement.

John Martin and Julie Kurd will be speaking at the WCBF Third Annual Six Sigma in Financial Services Conference in New York on May 11-12 2006, the largest Six Sigma event in the industry. For details please visit www.wcbf.com/quality/5062/.

For more information contact us by email or by phone at (617) 350-8922.